iWorld
YuppTV launches in India; to raise $50 million for expansion
MUMBAI: The OTT (over-the-top) game in India just got more competitive. US-based YuppTV, an internet based TV streaming service provider has launched its service in India and is planning to raise $50 million to fund its expansion plans.
At the launch of the service in Hyderabad, YuppTV founder and CEO Uday Reddy said that while the company had raised $11 million so far, an additional $50 million will be raised over the next three – four months.
While last year, the company’s turnaround was $15-16 million, Reddy said that in the current financial year YuppTV had set a target of $20-30 million.
Yupp TV will offer 200+ channels in 12 languages. Apart from the Live TV experience, it will also offer Catch-Up TV technology for the first time in India where viewers can watch TV content from the past seven days.
Viewers will also have access to more than 5000 movies and hundreds of TV shows. As part of the Video-On-Demand (VOD) service, YuppTV has over 25,000 hours of video content in its catalogue. The company claims that it adds 2500 hours of content every day.
Some of the unique features that the service will provide to enhance TV viewing experience are: (1) real time recommendations on most trending Live TV channels using advanced analytics, (2) Timeshift technology that enables broadcasters to provide viewers capability to pause and rewind live TV for upto two hours. If viewers are late for a TV show, they can watch the same from the beginning using this start over feature.
YuppTV service is accessible on smart TVS, smart phones, tablets. The app can be downloaded on Android & iOS devices.
Given the limited high speed Internet infrastructure in India, YuppTV will use adaptive bit rate technology to give viewers a buffer-less TV viewing experience.
Reddy said, “There’s no other platform where you can watch linear TV, catch-up, videos, movie on demand and TV shows. We are breaking stereotypes, disrupting the market with OTT technology, providing easy access to unlimited content over public internet.”
Also present at the launch were Telangana Information Technology Minister K.T. Rama Rao, cricket legend Brian Lara and actress Parineeti Chopra.
Rao said, “It is a privilege to support YuppTV, a company whose 97 per cent employee base operates from Hyderabad made to Top 100 companies of North America, getting a Red Herring award in 2015. Launch of YuppTV OTT services is in line with our vision to foster growth of Digital India. Over the past few years technology has been changing lives and YuppTV service is one of those innovations fuelling this change.”
Lara, who is the brand ambassador of YuppTV in Trinidad, added, “I feel excited to be part of YuppTV’s launch in India. With just one touch of entertainment, YuppTV is providing a phenomenal change in Trinidad with high quality internet TV service and I hope to see the same in India.”
Chopra added, “I like to listen to music and have other entertainment whole day. When I am travelling abroad, YuppTV app is just a click away, providing me with Bollywood news and the latest feeds I want. Finally, I can look forward to experience the same now in India! Glad to have been part of this launch.”
iWorld
JioHotstar enters micro-drama space with 100 shows under Tadka banner
Short-form push targets 300M users as content meets commerce in new format
MUMBAI: JioStar has made a bold play in India’s fast-growing micro-drama space, rolling out over 100 short-form shows under its new Tadka banner on JioHotstar, timed with the massive viewership surge of the Indian Premier League 2026.
The scale of the launch signals clear intent. Rather than testing the waters, the company has dived in headfirst, releasing a wide slate of content on day one. Each show is designed for quick consumption, with episodes running 60 to 90 seconds in a vertical format tailored for mobile-first audiences.
The move comes as India’s micro-drama market, currently valued at around $300 million, is projected to grow tenfold to over $3 billion by 2030. Globally, the format has already proven its mettle, with China’s micro-drama sector recording explosive growth in recent years.
What sets this rollout apart is its built-in monetisation strategy. The shows are free to watch and ad-supported, with brand integrations woven directly into storylines from the outset. It reflects a broader shift where content and commerce are increasingly intertwined, rather than operating in silos.
The timing is equally strategic. With more than 300 million users already tuning in for IPL action, JioHotstar is effectively turning cricket’s biggest stage into a discovery engine for its new format.
The company is not entering an empty arena. Early movers like Kuku TV, MX Player and platforms backed by Zee Entertainment Enterprises have already laid the groundwork, building audiences and validating demand for snackable storytelling.
Now, with scale, distribution and advertiser interest aligning, the big players are stepping in. For JioStar, Tadka may well serve as a proving ground for the next evolution of digital entertainment, where every minute counts and every second sells.
If the bet pays off, India’s next big content wave might just arrive in under 90 seconds.
